RHETORICAL RHETORICAL APPEALSAPPEALS

When you read or listen to an When you read or listen to an argument, determine what type of argument, determine what type of

persuasive argument is being persuasive argument is being used:used:

Logos,Logos, Ethos, or Ethos, or PathosPathos

LOGOSLOGOS Appeals to Appeals to logiclogic

(The Mind)(The Mind)• Uses definitions, analogies, factual data, Uses definitions, analogies, factual data,

statistics, and quotations statistics, and quotations • Structure and layoutStructure and layout• Repetition of words, phrases, or ideasRepetition of words, phrases, or ideas• Uses citations from experts and authoritiesUses citations from experts and authorities• Denotative meanings/reasonsDenotative meanings/reasons• Causes a cognitive, rational responseCauses a cognitive, rational response

FAVORED IN ACADEMIC SETTINGFAVORED IN ACADEMIC SETTING

ETHOSETHOS Appeals to values Appeals to values and and

ethics ethics(Right and wrong)(Right and wrong)• Language appropriate to audience and Language appropriate to audience and

subjectsubject• Restrained, sincere, fair minded presentationRestrained, sincere, fair minded presentation• Asks questions of right and wrongAsks questions of right and wrong• Presents author or speaker as being reliable Presents author or speaker as being reliable

and respectful of audienceand respectful of audience• Asks audience to make a value judgmentAsks audience to make a value judgment

OFTEN USED IN LAWOFTEN USED IN LAW

PATHOSPATHOS Appeals to Appeals to emotions emotions

• Vivid, concrete languageVivid, concrete language

• Emotionally loaded languageEmotionally loaded language

• Emotional, personal examplesEmotional, personal examples

• Figurative languageFigurative language

• Evokes an emotional responseEvokes an emotional response

MOST POWERFUL APPEALMOST POWERFUL APPEAL

Why I should have an extra Why I should have an extra hour past curfew: Identify the hour past curfew: Identify the type of appealtype of appeal

• ““Haven’t I always been trustworthy?”Haven’t I always been trustworthy?”

• Puppy-dog eyesPuppy-dog eyes

• ““Studies show that teens whose Studies show that teens whose parents trust them have higher self parents trust them have higher self esteem.” esteem.”

• ““If you don’t let me go, I won’t have If you don’t let me go, I won’t have any friends!”any friends!”

• CryingCrying

• ““Don’t I usually fill up the tank when Don’t I usually fill up the tank when I borrow the car?”I borrow the car?”

• ““You hate me!”You hate me!”

• HuggingHugging

• ““Teens whose parents trust them usually act in a Teens whose parents trust them usually act in a trustworthy manner.”trustworthy manner.”

• ““If you let me do this, then I will have a better If you let me do this, then I will have a better attitude toward chores.”attitude toward chores.”

• ““Is it right that many of my friends have a later Is it right that many of my friends have a later curfew than I do?”curfew than I do?”

Persuasive Persuasive TechniquesTechniques

More Techniques an author uses to More Techniques an author uses to persuadepersuade

•Glittering generalitiesGlittering generalities•BandwagonBandwagon•TestimonialsTestimonials•Citing statistics (logos)Citing statistics (logos)•Emotional or loaded wordsEmotional or loaded words•Name callingName calling•Plain folkPlain folk•Snob appealSnob appeal•Faulty causeFaulty cause

Glittering GeneralitiesGlittering Generalities

Words and phrases imply or suggest something- without making guarantees or promises. It sounds good but really says nothing. Listeners don’t challenge the real point because they are impressed by the lofty terms.

Examples:• Activist Help Freedom • Commitment Humane Hard work • Common sense Incentive Family • Compete Initiative Pioneer• Confident Legacy Duty• Conflict Liberty Peace • Control Moral Dream • Courage Movement Passionate • Crusade Opportunity Debate

BandwagonBandwagon

Everybody else is buying this product. Everybody else is buying this product. “Millions of people agree; [“Millions of people agree; [our productour product] ] really works!” –or- “[really works!” –or- “[our candidateour candidate] will ] will be the voice of the people!”be the voice of the people!”

•You don’t want to miss out.You don’t want to miss out.

• Jump on the bandwagon by being like Jump on the bandwagon by being like everyone else!everyone else!

TestimonialsTestimonials

•A celebrity endorses a product.A celebrity endorses a product.

•The consumer believes “I can be The consumer believes “I can be just like him/her!” –or- “If it’s just like him/her!” –or- “If it’s good enough for [good enough for [BobBob], it’s good ], it’s good enough for me!”enough for me!”

Citing StatisticsCiting Statistics

•Uses numbers to prove their Uses numbers to prove their product is better. “1 our of 2 product is better. “1 our of 2 people agree that [people agree that [our productour product] is ] is better!” –or- “[better!” –or- “[Our productOur product] is ] is already used in over 1 million already used in over 1 million homes!” –or- “Research shows the homes!” –or- “Research shows the air in our homes is 4 times more air in our homes is 4 times more polluted!”polluted!”

Emotional/Loaded WordsEmotional/Loaded WordsPositive words make you feel good- Positive words make you feel good-

so, consumers buy the product. “Do so, consumers buy the product. “Do you want your home smelling clean, you want your home smelling clean, fresh, and odor-free?” fresh, and odor-free?”

•Negative words make you feel bad- Negative words make you feel bad- this plays on your heart. “[this plays on your heart. “[Our Our productproduct] cleans even the dirtiest ] cleans even the dirtiest bathrooms!” –or- “Are you suffering bathrooms!” –or- “Are you suffering from allergens and pollutants you from allergens and pollutants you cannot see?”cannot see?”

Name CallingName Calling

•Slamming the competitionSlamming the competition

•Selected words give a negative Selected words give a negative impression of the product, person, impression of the product, person, or group of people. “We guarantee or group of people. “We guarantee you customer satisfaction, unlike you customer satisfaction, unlike the the other guysother guys!” !”

Plain FolkPlain Folk

•This is an appeal to the common This is an appeal to the common person. “Anybody can person. “Anybody can use/benefit from [use/benefit from [our productour product]!” ]!” –or- “It’s so easy to use, even a –or- “It’s so easy to use, even a cavemen can do it.”cavemen can do it.”

•Everyday folk use [our product] Everyday folk use [our product] or support [our candidate].or support [our candidate].

Snob AppealSnob Appeal

•Only the elite use this!Only the elite use this!

•You are special! “I use this hair You are special! “I use this hair color because I’m worth it!” –or- color because I’m worth it!” –or- “I send my kids to Flighty Magnet “I send my kids to Flighty Magnet School because they’re worth it!” School because they’re worth it!” “[“[Our productOur product] takes a lifetime to ] takes a lifetime to earn it.”earn it.”

Faulty CauseFaulty Cause

•Promise of something it can’t Promise of something it can’t deliver. “Do you want to deliver. “Do you want to eliminate fine lines and wrinkles? eliminate fine lines and wrinkles? [[Our productOur product] will diminish the ] will diminish the look of fine lines and wrinkles in look of fine lines and wrinkles in less than six weeks!” less than six weeks!”